Facebook Ranks as Most Engaging Media Property among U.S. Smartphone Users

RESTON, VA, May 7, 2012 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the U.S. launch of Mobile Metrix® 2.0, its next generation mobile behavioral measurement service. Mobile Metrix 2.0 brings comScore’s Unified Digital Measurement™ to smartphone devices, combining passive on-device measurement with census-level data to provide one of the most accurate and detailed views into actual U.S. mobile media usage across apps and mobile browsing.

“The introduction of Mobile Metrix 2.0 represents the culmination of significant product development to bring the market detailed behavioral measurement of mobile media usage, including access from both mobile browser and apps,” said Mark Donovan, comScore SVP of mobile. “This completely retooled and enhanced version of the service is the mobile analog to comScore’s flagship MMX product, bringing critical insights such as audience size and demographics to the mobile marketplace. In addition to the granularity of reporting between mobile browser and apps across operating systems, Mobile Metrix 2.0 also enables a unified view of media properties’ total mobile reach, providing both advertisers and publishers with the actionable insights necessary to optimize their mobile strategies.”

82 Percent of Time Spent with Mobile Media Happens Via Apps

Mobile Metrix 2.0 enables reporting of unduplicated audience sizes across app and browser usage, providing a comprehensive view of the complete media brand reach on mobile devices. Among smartphone users age 18 and older accessing from iOS, Android and RIM smartphones, Google Sites ranked as the top property with nearly 94 million unique visitors, representing 96.9 percent of the mobile audience. Facebook ranked second with 78.0 million visitors (80.4 percent reach), followed by Yahoo! Sites with 66.2 million visitors (68.2 percent reach) and Amazon Sites 44.0 million visitors (45.4 percent reach).

Analysis of the share of time spent across apps and browsers revealed that even though these access methods had similar audience sizes, apps drove the lion’s share of engagement, representing 4 in every 5 mobile media minutes. Analysis of the top properties also revealed widely varying degrees of time spent between app and browser access methods. On Facebook, the top ranked mobile media property by engagement, 80 percent of time spent was represented by app usage compared to 20 percent via browser. Twitter saw an even higher percentage of time spent with apps at 96.5 percent of all minutes. In contrast, Microsoft Sites was among brands that saw browser access driving a majority of usage at 82.1 percent.

Mobile Metrix 2.0 also offers the ability to segment consumer activity across iOS, Android and RIM platforms, providing further insight into today’s smartphone consumer. Analysis of the top iPhone and Android apps by size of audience found differences in the top apps accessed by the two operating systems. System apps topped the list for both iOS and Android, with Apple iTunes reaching nearly the entire iPhone app audience in March while 93.2 percent of Android users visited the Android app market.

Google Search ranked as the second largest app by Android audience size reaching 44.9 million users (84.1 percent reach). Google Maps led as the top map app on both platforms reaching 91.2 percent of iPhone users and 74.5 percent of Android users. The Facebook mobile app ranked within the top five apps on both platforms, securing the #3 spot among iPhone users (80 percent reach) and the #5 position with Android users (68.9 percent reach).

Top Mobile Apps by Total Unique Visitors (000) for iOS and Android (App Audience Only)March 2012 Total U.S. Smartphone Subscribers Age 18+ on iOS, Android and RIM PlatformsSource: comScore Mobile Metrix 2.0

Top iPhone Apps

Total Unique Visitors (000)

% Reach

Top Android Apps

Total Unique Visitors (000)

% Reach

Total Audience: (App Access only)

32,665

100.0%

Total Audience: (App Access only)

53,360

100.0%

Apple iTunes (Mobile App)

32,644

99.9%

Android Market (Mobile App)

49,717

93.2%

Google Maps (Mobile App)

29,803

91.2%

Google Search (Mobile App)

44,883

84.1%

Facebook (Mobile App)

26,148

80.0%

Google Maps (Mobile App)

39,775

74.5%

YouTube (Mobile App)

25,553

78.2%

Gmail (Mobile App)

38,108

71.4%

Yahoo! Weather (Mobile App)

22,965

70.3%

Facebook (Mobile App)

36,771

68.9%

Yahoo! Stocks (Mobile App)

20,765

63.6%

Cooliris (Mobile App)

28,543

53.5%

Pandora Radio (Mobile App)

10,478

32.1%

YouTube (Mobile App)

24,739

46.4%

The Weather Channel (Mobile App)

8,817

27.0%

Google News & Weather (Mobile App)

24,134

45.2%

Temple Run (Mobile App)

7,415

22.7%

Angry Birds (Mobile App)

16,171

30.3%

Words With Friends Free (Mobile App)

6,979

21.4%

Words With Friends (Mobile App)

12,511

23.4%

Smartphones Drive Significant Engagement for Leading Social Networking Brands

Social networking proved to be a particularly popular activity on smartphones with several brands demonstrating exceptionally high engagement, in some cases higher than the corresponding time spent by users via traditional web access. Facebook once again led the pack among social networking brands, with the average Facebook mobile user engaging for more than 7 hours via browser or app in March. The 25.6 million Twitter mobile users (excluding usage via third-party apps) had an average engagement of nearly 2 hours during the month. By comparison, people visiting on their computers spent just 20.4 minutes on Twitter.com, highlighting the importance of mobile engagement for mobile-centric brands. Pinterest, which has seen its adoption explode in recent months, reached 7.5 million smartphone visitors who engaged with the brand for nearly an hour. Location-based social network Foursquare attracted 5.5 million mobile visitors at an average of nearly 2.5 hours, while Tumblr reached an audience of nearly 4.5 million who engaged for 68 minutes during the month.

“Mobile devices are redefining how consumers access weather information, whether they are on-the-go, at home or work. Understanding how this vast mobile audience accesses weather-related content via their browser, apps and across smartphone platforms are critical questions that comScore Mobile Metrix answers, providing actionable insights to help us leverage the full potential of the mobile channel. Mobile Metrix is an invaluable source of audience insights needed to navigate today's rapidly changing mobile landscape.” – Ed Darmanin, SVP Global Ad Sales, AccuWeather

“comScore Mobile Metrix will do for mobile what comScore MMX did for the traditional online space; provide a trusted set of audience measurement standards to help the industry advance to the next level.” – John Kahan, GM of Business and Customer Intelligence, Microsoft Online Services Division

“As one of the top mobile content providers, it is critically important for us at AOL to understand who our mobile audience is and how they engage with content across the entire mobile landscape. comScore Mobile Metrix delivers the behavioral-level audience insights we need to make sound business decisions in this complex environment.” – Brian Murphy, Senior Director of Business Ops for Mobile, AOL

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.

Cautionary Note Regarding Forward-Looking Statements

This release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934, including, but not limited to, expectations regarding the impact and benefits to comScore of the comScore Mobile Metrix™, financial or otherwise. These statements involve risks and uncertainties that could cause our actual results to differ materially, including, but not limited to: the features and characteristics of the products, the rate of development of the digital marketing intelligence, Internet advertising and e-Commerce markets; the growth of the Internet as a medium for commerce, content, advertising and communications; and the acceptance of new products and methodologies by the industry, including existing and prospective clients.

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